Simon Sylvest, Founders @Nordic growth hacker event #3
13
HOW TO FIND YOUR WAY IN THE DARK 70% of tech-marketers would like a better process for executing marketing experiments… Here is the solution!
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Transcript of Simon Sylvest, Founders @Nordic growth hacker event #3
HOW TO FIND YOUR WAY IN THE DARK
70% of tech-marketers would like a better process for executing marketing
experiments…
Here is the solution!
It all started when building GoBox
Starting GoBox:
Numerous of different marketing experiments
Situation
Many opportunities
Lack of insights
No experience
So much noise
Complication
No awareness of metric to track
No alignment of time/cost to expected results
No learning
Outcome
WE WERE WANDERING AROUND IN THE DARK - NOT
ABLE TO SEE ANYTHING
WE DESPERATELY NEEDED SOME LIGHT
- SOME DIRECTION
We needed a structure, we needed a process,
to provide us the tactics
3 key elements lead us in the right direction
We researched, played around with frameworks, and followed our vision
HubSpot CMO Brian Balfour’s approach
Bulls-Eye Framework
Dev. process management tools
Vision of an hypothesis driven approach
Existing frameworks
1 2
3
Founders Growth Machine created light on the road ahead of us
1 2 3
Backlog Experiment Document
Pipeline
Backlog – Place potential experiments in a structured list
List all your good ideas for innovative experiments in the Backlog
Quickly define each activity on expected result, time to be used and costs
Distinguish between acquisition, awareness and other activities
Dummy numbers
Experiment Document – Describe suggested experiment
Describe the activity you would like to promote - keep it simple!
Quickly and simply describe purpose, hypothesis and experiment design
Take advantage of writing things down before doing anything else
Dummy numbers
Pipeline – Track promoted experiments and learn
Place all your promoted experiments in the Pipeline
Track and update your promoted experiments on results, used time and costs
Compare and identify successes and failures and understand WHY
Dummy numbers
Founders Growth Machine created light on the road ahead of us
1 2 3
Backlog Experiment Document
Pipeline
This is what we got out of it
A simple and structured overview of our marketing experiments
Better tracking of performance by comparing initial hypothesis with actual results
Better understanding of what works and not - and WHY
More structure
Better visibility
Improved learning
Best of all – We are giving the tool away !!!!
growth.founders.as
Thank you:
Simon Sylvest @[email protected]
Victor [email protected]
